Chicago Fire near jersey sponsorship with Quaker Oats

The Chicago Fire is about to venture into the land of oatmeal, cereal and granola bars.

The team is finalizing a contract with Quaker Oats Co. to be the Fire's new jersey sponsor, according to sources. Earlier, I wrote the deal would start with the 2012 season, with Quaker reportedly paying $1.3 million to $1.5 million a year.

I was told later, though, that it will total $7.5 million to $8 million over three years.

A spokesman said the Fire would not comment “on any negotiations regarding a jersey sponsor.” Quaker Oats, a Chicago-based subsidiary of PepsiCo Inc., could not be reached for comment. A formal announcement is expected this week.

The Fire went without a jersey sponsor for the 2011 season after Best Buy Co. declined to renew its deal after serving three years as the team's jersey sponsor.

The electronics retailer reportedly paid the Fire about $2.5 million to have its logo plastered on the front of the team's jersey.

Conditions have changed considerably in recent years. Best Buy signed on for the 2008 season, prior to the Great Recession. Also, it hasn't helped matters that the Fire has gone two straight years without appearing in the MLS playoffs.

So to snare such a rich deal with Quaker is quite a win.

Having a jersey sponsor will give the Fire some momentum going into the new season. The team begins training camp later this week in Ave Maria, Fla. It will mark Frank Klopas' first full season as head coach.